Cannes Lions

NEW MINI COOPER

AIM PROXIMITY, Auckland / MINI / 2004

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Overview

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Credits

Overview

Description

We created an invitation that embodied the MINI's cheeky and irreverent brand persona and combined it with key elements of the film. This invitation took the form of a special 'Italian Job edition' of the MINI owner's manual. Instead of offering advice on changing fuses or starting the engine, it featured information on performing stunts featured in the movie-all delivered in the style of a normal car owner's manual.

Outcome

Movie preview events were held around the country in Auckland, Wellington and Christchurch. The Auckland event surpassed its venue capacity, while both Christchurch and Wellington achieved their RSVP targets (over 75% of those mailed RSVP'd). Overall, the profile created by the movie and supporting activity resulted in positive sales results and a compelling launch of the 'Let's Motor' brand campaign theme.

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